Sleeping beauty: How skincare & wellness is blending

Mumbai/ New Delhi: Is beauty more than skin deep? Dabbing on makeup to hide those dark circles may not be good enough as consumers are now waking up to the fact that a good night’s sleep is necessary to appear fresh.In line with such shifting paradigms, beauty market players are extending their products and communication beyond catering to the external facade, to include mental, emotional, spiritual, social and environmental wellness as well.Market intelligence agency Mintel says it is increasingly being recognised by consumers that the condition of one’s skin and hair reflects their overall mental and physical wellbeing, and that focusing on mental and physical health can lead to healthier-looking skin and hair.A Mintel research shared with TOI, showed that more than 40% of Indian consumers believe lifestyle factors such as stress, insufficient sleep, an unhealthy diet and lack of physical activities are among the leading factors that have adverse effects on skin health. Mintel Reports India principal analyst (beauty and personal care) Tanya Rajani says that even when asked what some of the activities consumers are undertaking to deal with or prevent ageing skin, the majority (55%) of Indians said that they’re getting sufficient sleep, and 53% said that they are eating healthily to prevent signs of ageing highlighting again how beauty is being seen as a reflection of lifestyle and health, with consumers believing that good physical and mental health will manifest in their overall beauty.Brands, says Rajani, have the opportunity to tap into the mind-body connection. ‘Neuroglow’ — which stands for embracing mind-body connection — is also an emerging global trend in beauty and personal care as captured by Mintel for 2024.Mintel says marketers can benefit from this trend which could set them apart in a competitive market.Ghazal Alagh, co-founder and chief innovation officer, Honasa Consumer, which includes brands like Mamaearth and The Derma Co, said: “Consumers are increasingly becoming aware about holistic wellness and are realising that beauty is as much an inside job, as much as it is external. Using good quality beauty products work effectively on the skin and if it is accompanied by the right ajdiet, water intake, workout regime, the results are way more enhanced.” Recently, P&G conducted a study to explore the relationship between sleep deprivation and facial skin parameters and found that both total and repeated partial sleep deprivation enhances facial skin yellowness.Beyond talking about only the moisturising or sunscreen benefits, products today claim to ‘calm the senses’.Homegrown brand Justhuman claims to be ‘powered by neurocosmetics’. Says the company’s founder and CEO Roshini Sanah Jaiswal: ‘’Everything that comes into contact with the skin is, in a way, having a conversation with the brain. At Justhuman, we recognise the intricate link between the skin and the brain, and we leverage neurocosmetics to unlock this unique connection.Globally, Shiseido is due to launch its inner beauty brand early next year as a first step into the wellness field.